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ITS » Master Theses » Rekayasa Kualitas S2
Posted by yeni at 26/12/2006 11:10:38  •  21236 Views


ANALISIS STRATEGI PEMASARAN BERDASARKAN KEPUASAN KOMSUMEN TERHADAP KUALITAS LAYANAN JASA PERNKAN PADA BANK MANDIRI WILAYAH MALANG

ANALYSIS OF MARKETING STRATEGY BASED ON CUSTOMER SATISFACTION AGAINST BANKING QUALITY SERVICES ON BANK MANDIRI MALANG BRANCH

Author :
Hidayat, Rachmad 




ABSTRAK

Seiring dengan semakin kritis dan majunya masyarakat terhadap tuntutan pelayanan dibidang perbankan maka Bank Mandiri Cabang Malang sebagai salah satu lembaga perbankan terkemuka harus segera berbenah diri untuk segera berupaya meningkatkan pelayanan terhadap konsumenmasyarakat. Survey yang telah dilakukan menunjukkan bahwa nasabahkonsumen seringkali mengeluhkan kualitas layanan di Bank Mandiri Wilayah Malang yang terkesan kurang tertata dengan baik seperti antrian yang tidak teratur sulitnya mendapatkan informasi dan komplain terhadap fasilitas produk yang ditawarkan tidak tersedianya fasilitas ATM yang memadai letak kantor cabang yang sulit dijangkau belum adanya fasilitas parkir yang memadai dari segi luas area maupun keamanan kendaraan dan belum tersedianya loket khusus pembayaran rekening listrik Penelitian ini dilakukan untuk mengetahui sejauh mana kepuasan konsumen terhadap kualitas pelayanan di Bank Mandiri Cabang Malang. Pendekatan yang digunakan adalah dengan menggunakan metode Service Quality Servqual. Perhitungan nilai Servqual dilakukan dengan menghitung perbedaan antara penilaian yang dilakukan oleh konsumen terhadap pasangan pernyataan terhadap harapan dan persepsi layanan yang diterima konsumen pengguna jasa perbankan tersebut. Analisa dilakukan dengan menggunakan analisa cluster dan analisa crostab dan analisa diskriminan. Selanjutnya hasil analisa dengan metode Servqual digunakan untuk menyusun Strategi Pemasaran yang didasarkan pada kualitas layanan perbankan Bank Mandiri Malang. Hasil penelitian berupa karakteristik setiap segmen konsumen pengguna jasa perbankan variabel-variabel yang diperioritaskan untuk diperbaiki dan strategi pemasaran berdasarkan kualitas layanan perbankan. Hasil analisa servqual pada masing-masing cabang Bank Mandiri Malang menunjukkan adanya beberapa variabel yang mendesak untuk segera ditingkatkan. Disamping itu pengurutan terhadap lima dimensi utama kualitas jasa menunjukkan bahwa dimensi Responsiveness merupakan prioritas untuk ditingkatkan. Karakteristik atau profil nasabah Bank Mandiri Malang dipengaruhi oleh jenis kelamin usia transaksibulan status pendidikan terakhir dan lama menjadi nasabah Bank Mandiri Malang. Analisa SWOT menghasilkan strategi yang cocok untuk Bank Mandiri Malang adalah Strategi Stabilitas yaitu dengan kekuatan yang ada berusaha mengatasi ancaman yang ada. Adapun implementasinya adalah dalam bentuk strategi pelayanan promosi harga jemput bola dan strategi ekspansi.


ABSTRACT

In accordance with the advancement and the sensitivity of the society next to good services in banking so Bank Mandiri Malang Branch as one of the most prominent financial institution has to be ready to try to improve her performances in dealing with customer services. The survey has been done to show up that consumers of Bank Mandiri Malang Branch frequently complain about quality of customer especially in queuing difficulty in getting correct information and low quality of the products offered the non existence of ATM and location of the office beyond customer reach lack of proper parking area and safety and also lack of specific counter of electricity bill. This research is conducted to evaluate how far is customer satisfaction against quality services of Bank Mandiri Malang Branch. The study used Service Quality Servqual as the approach. The value of Servqual was measured by counting the differences between evaluation which has been done by customer against a pair of consumer statement against hope and consumer perception as the doer of the mentioned banking services. Analysis was done by using Cluster and Crostab Analysis and also Discriminant Analysis. Furthermore the results of analysis with Servqual method was used to set up marketing strategy based on banking quality services of Bank Mandiri Malang Branch. The result of the survey is in the form of characteristics on each segment of consumers who used banking services the main variable to be improved and marketing strategy based on banking quality services. The result of Servqual on each branch of Bank Mandiri Malang showed up the existence of some variable which need to be improved. Besides queuing against five dimensions responsiveness has become first priority to be improved. Profile or characteristic of the customer of Bank Mandiri Malang Branch were influenced by sex age transactionsmonth status education and duration of becoming customer of Bank Mandiri Malang Branch. SWOT Analysis produced the right strategy for Bank Mandiri Malang Branch is stability strategy namely with the current strengths to try to overcome the existing threats. Hence the implementation is in forms of service strategy promotion pricing active promotion and growth.



KeywordsPersepsi Konsumen; Harapan Konsumen; Service Quality; Strategi Pemasaran; Analisa SWOT
 
Subject:  Pengawasan Kualitas
Contributor
  1. Dr. Ir. Moses L. Singgih, MSc, MReg.Sc
    Ir. Bustanul Arifin Noer, MSc
Date Create: 22/12/2006
Type: Text
Format: pdf;142 pages
Language: Indonesian
Identifier: ITS-Master-3100003018397
Collection ID: 3100004019364
Call Number: 658.562 Hid a


Source
Teses Rekayasa Kualitas RTI 658.562 Hid a,2002

Coverage
ITS Community

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Copyright @2002 by ITS Library. This publication is protected by copyright and permission should be obtained from the ITS Library prior to any prohibited reproduction, storage in a retrievel system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. For information regarding permission(s), write to ITS Library




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